| Introduction | |
| A Message from the National Restaurant Association Educational Foundation | |
| Acknowledgements | |
| Features of the NRAEF ManageFirst Competency Guides | |
| Tuning In to You | |
| Professional Profile | |
| Chapter 1 | Factors That Impact Menu Item Selection | |
| Marketing Environment | 3 |
| Selecting Menu Items | 8 |
| Changing a Menu | 10 |
| Internal Operational Concerns When Choosing New Items | 12 |
| Chapter 2 | Meeting Nutritional Needs and Food Preferences of Customers | |
| Factors Influencing Food Selection | 19 |
| Sources of Nutritional Components on the Menu | 21 |
| Nutritional Information for Customers | 26 |
| Nutritional Cooking Methods | 28 |
| Types of Vegetarian Diets | 30 |
| Addressing Food Allergies | 31 |
| Chapter 3 | Menu Layout and Design | |
| Purposes of the Menu | 39 |
| Relationship of Menu Design to Marketing | 40 |
| Menu Psychology | 42 |
| Menu Layout and Design Principles | 46 |
| Chapter 4 | Menu Pricing | |
| Use of Price in Strategic Marketing | 55 |
| Impact of External Environment on Prices | 57 |
| Pricing Strategies | 61 |
| Pricing and Gross Profit Margin | 66 |
| Pricing Methods | 69 |
| Employee Meal Pricing | 79 |
| Chapter 5 | The Alcohol Beverage Menu | |
| Alcoholic Beverages in Restaurants | 85 |
| Merchandising Wine | 87 |
| Merchandising Spirits | 92 |
| Merchandising Beers and Ales | 94 |
| Pricing Alcoholic Beverages | 97 |
| Chapter 6 | Menu Item Sales Performance Analysis | |
| Sales Evaluation Measures | 105 |
| Popularity Evaluation Measures | 107 |
| Profitability Evaluation Measures | 113 |
| Other Measures Used to Evaluate Menus | 116 |
| Chapter 7 | Menu Sales Mix Analysis | |
| Purposes of a Sales Mix Analysis | 123 |
| Performing a Sales Mix Analysis | 125 |
| Changing the Menu Based on Analysis | 138 |
| Field Project | 145 |
| Index | 149 |